Beauty: Smiling for Dollars

Celebrities used to think cosmetics contracts were bad for their image. But now they are signing up to hawk everything from lipstick to lotion

HOLLYWOOD IS SO inextricably linked to our cultural ideals of beauty and glamour that it's no mystery why a cosmetics company would want to hitch its wagon to a star. Louise Brooks' bob kept hairstylists in business in the 1930s. Betty Grable's legs inadvertently sold the first disposable razors marketed to women, after World War II. It was only a matter of time before actors realized the potential profits behind being such successful marketing tools for beauty brands, and before long, Judy Garland and Joan Crawford signed on to appear in magazine advertisements for Max Factor in the '30s and '40s....

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